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User Perceptions and Purchase Intentions: A Study on Virtual Live-Streamer Impact Mechanisms

In: Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024)

Author

Listed:
  • Fangdi Qiao

    (Northeastern University, College of Professional Study)

Abstract

This study investigates the impact of perceived usefulness and ease of use of virtual streamers in e-commerce live streaming on purchasing intention. It also explores how users’ prior using experiences moderate these relationships. Using a questionnaire survey, the study analyses users’ reactions to virtual streamer-driven live sales scenarios. Findings reveal that enhanced perceived usefulness and perceived ease of use positively influence purchasing intention. Users with higher using experience show higher purchasing intention. The study contributes by highlighting the potential of AI in e-commerce live streaming, analysing users’ cognitive and emotional experiences, and exploring the role of prior using experiences. Practical implications include theoretical support for virtual streamer-driven e-commerce, expanding existing theories to a new industry, and advancing e-commerce with improved benefits.

Suggested Citation

  • Fangdi Qiao, 2025. "User Perceptions and Purchase Intentions: A Study on Virtual Live-Streamer Impact Mechanisms," Advances in Economics, Business and Management Research, in: Peng Dou & Keying Zhang (ed.), Proceedings of the 2024 2nd International Conference on Economic Management, Financial Innovation and Public Service (EMFIPS 2024), pages 86-96, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-706-9_9
    DOI: 10.2991/978-94-6463-706-9_9
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